Make sure your PR is on the right track

The Rail sector offers many opportunities to manufacturers and service providers and is now a key market for many of our clients.  With the planned investment in the rail network and growing support for HS2 in the UK, this is set to increase even further as businesses look to maximise their opportunities.

Over the past 10 years, Rail has remained an important sector for Dragonfly PR and we have built up an excellent understanding of the sector.  This expertise allows us to create creative, targeted Public Relations campaigns that generate results in the rail media across the globe. 

We have very good relationships with the rail trade magazines, both UK and internationally, which means we can negotiate in-depth technical or topical articles that secure coverage.

Here are our top tips for Rail businesses which are looking to make the most of Public Relations:

1. Be seen as an authority in the industry

Our PR team has extensive contacts with the rail media and has access to the forward feature programmes for each magazine.  As we have great relationships with the magazines, we can approach editors regarding writing thought leadership articles for our clients, with a high success rate. We can then position your business as an authority in the industry and subtly demonstrate how you provide high quality products and services to the rail sector.

2. Plan a PR schedule

The key to any successful PR and blog campaign is to plan a programme of activity for the year ahead.  We would create an editorial schedule, which identifies when all the relevant features appear in the trade media for that client.  We also create content calendars, with themes for blogs that link back to social media activity. Our PR schedule acts as a working document, so our clients can see exactly what we are working on and what has been achieved, linking that back to their objectives.

3. Let us plan your keywords from the start

A great place to start for many clients when embarking on a PR campaign for the rail sector is with our team carrying out a keyword review and deciding on a number of these to target.  Usually we recommend no more than six short tail and six long tail keywords.  Understanding specific terminology in the rail sector is essential to be able to accurately target the correct keywords.  Key words such as, rolling stock refurbishment, rail universally accessible toilet module, can be targeted through blogs and social media activity designed to drive more traffic to your website.

4. Make sure your website clearly acknowledges and promotes rail as one of your sectors

It is a common mistake to make, particularly when a business is entering the Rail sector for the first time, but it is essential that your website has a page or section dedicated to Rail.   This should include a number of rail case studies, rail sector blogs and information about your expertise in this market.  Rail is a very specific sector and train operating companies and suppliers into this market would expect to read relevant content and case studies about how a company’s products or services have benefited businesses in their sector.  If you need help with developing your website, Dragonfly PR has its own web team who will provide a site review free of charge.  Drop us a line at hello@dragonflypr.co.uk or call us on 01709 300130.

5. Target exhibitions – even if you don’t exhibit

There are some excellent exhibitions within the rail sector, both UK and globally, including Innotrans and Railtex, to name but a few.    These exhibitions are usually well attended by rail decision makers and it is a good idea to consider exhibiting at these shows.  In the first instance, it is worth attending them as a visitor and take notice of stand design and size of spaces to suit your needs.  Also, it is worthwhile targeting the exhibition organisers well in advance to look into the opportunity to present a white paper on a topical or technical subject to delegates at a seminar, regardless of whether you are exhibiting.  Sometimes these opportunities are linked to exhibitors, but most often it depends on how interesting and relevant the content is to their delegates.  For more information, contact our PR team on 01709 300130.

6. Use Linkedin to the max

Social media channels can work well in the rail sector, when managed correctly.  Twitter and Linkedin are both highly effective and can be best used to generate more traffic to a website.  We also find that Linkedin groups work really well and we have identified and secured membership of groups on behalf of our clients.  We have also proposed a campaign based around specific themes for discussion in a number of Rail groups.  There are a large number of Linkedin Rail Groups, with extensive membership, including Metro and Rail Professionals, UK Rail Group and Rail Professionals.  This has led to direct engagement with potential prospects in the rail sector and being able to share information directly with them in a subtle, non-sales environment.

If you are a manufacturer or service provider looking to increase your business with the rail sector, please contact our highly skilled PR and social media team with expertise in rail at hello@dragonflypr.co.uk or call 01709 300130.

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